Just recently, U by Uniworld, a brand from Uniworld Boutique River Cruise Collection, created nine river cruises that were specifically geared to the millennials, who are aged 21 to 45. Said cruises begin in spring 2018.

“Millennials are curious about river cruising,” said Margie Lenau of Wonderland Family Vacations. “Since Disney has partnered with Amawaterways for family river cruises, it crosses over into a family travel option. So I think people ages 20 to 45 are interested in what a river cruise includes."

Lenau explained that the cost of a river cruise is quite a bit higher with more inclusions (like excursions) than ocean cruises. “So cost can be a big factor for young adults, too,” she said. “They need the time and money to be able to travel this way.”

U offers four, eight-day itineraries that sail the Rhine, Main, Danube and Seine Rivers—with overnight stops and longer stays in major cities like Paris, Vienna, Amsterdam and Budapest. There are also three Super Cruise options that combine two or more itineraries into one, 15- or 22-day journey, as well as holiday itineraries that include a Bavarian Forest to Passau’s Christmas Market; a Viennese “Taste of Christmas” excursion; and an exclusive, classic Christmas concert in Klosterneuburg Abbey.

“Uniworld has always strived to lead innovation in the river cruise industry and we saw a great opportunity with U by Uniworld to reach an entirely new audience,” said Ellen Bettridge, President & CEO of Uniworld in a statement released by the company.

“River cruising is the best and most comfortable way to experience all that Europe has to offer, in an affordable way, and we’re incredibly proud to create a brand that will broaden the interest in this type of experiential travel.”

The ships hold 120 travelers and will serve as a fully-equipped waterfront contemporary hotel, taxi, bar, restaurant, café, nightclub and yoga studio. On board, there are Wine & Paint classes, Mixology classes and Chef’s Table demos. In addition to off-boat excursions, there are “U Hosts” that bring guests to the local hotspots and hidden gems in each city.

Greg Antonelle, managing director of MickeyTravels LLC, said that he has definitely seen an uptick in the younger crowd wanting to take a river cruise.

“This generation typically likes to do things differently and do them big. The advent of Instagram and Snapchat have allowed millennials to showcase their vacation in real-time to their friends and family. Going on a river cruise is sort of their way of saying, 'Look at me! I’m doing something different.' This younger age group isn’t necessarily going on traditional vacations; they’re always looking for the next best thing and I applaud them for living life and having fun.”

Pam Walker confirms that she sees older and younger age groups with an interest in river cruises.

“Un-Cruise caters to that age group, but I have found lately that older folks are booking too,” said Walker of Walker Adventures, an affiliate of Travel Experts. “Lindblad has a new Alaska six-night active cruise, which I am taking this summer, and it is totally geared to the millennial age group. It includes kayaking, climbing, hiking and other activities that the older set won’t do.

"I hope it sells, but cruise usually sends a message of 'old folks' to most millennials, so we will see if they start cruising or not. The only other cruises I know that cater to the younger set are the dive cruises available in the Caribbean and Galapagos. Those do sell, but rarely pay commission to agents and are pretty bare-boned.”

It’s not the first time that the travel industry has specifically targeted the millennials. For example, The Hyatt Centric The Loop Chicago opened in downtown Chicago last April as the first hotel under Hyatt specifically marketed for millennial explorers. The European Union recently began chatter about an option that allows all 18-year old Europeans to travel around the continent using a free Interrail pass.

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